agency new business targets

Does One Need Sales Targets to Achieve Results?

“Does one need sales targets to achieve results?” is a question I was asked a few days back and one the answer to which I thought deserved to be shared because it is one I have come across many times.

I have been managing agency new business people since 1988 and have calculated that I have been personally responsible for more than one million new business lead generation man hours. I have managed more than 300 new business people in this time.

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BARGE

The Canal Barge Analogy for Agency New Business

I was reminded recently of the Canal Barge analogy for agency new business. It was first told me many moons ago by, if I remember correctly, Graeme Green from LGM (that’s showing how long I’ve been in this business!). It goes like this.

Imagine the marketing director is the pilot of an old fashioned canal barge (the brand) being pulled along by a dray horse (incumbent agency). He has a pretty solitary existence and is always looking out for something to amuse him or help him perform his role more effectively – a good pilot never leaves school!

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A Well Written Letter

A Well Written Letter

I was dropping my son off at school this morning as he was off on a bushcraft course – three days camping by the sea in Dorset, canoeing, rock climbing, survival etc. Sounds great fun! I got talking to the headmaster about the company that was running the course and how he had found them.

He told me that several years ago they had written to him; a hand written, two page letter, describing what they did and how they thought they’d be the perfect fit for the school.

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temporary king

The Temporary King

If you read The Times then the back page of the The Game section recently provided a fascinating insight into the world of the football manager or rather, the world of those who appoint them.

They discuss what on Merseyside they call the Messiah Complex – the never ending search for “the one” who will lead them to greatness once more. And it is not just Liverpool of course, turn the page back and you saw a great graphic that illustrated the point perfectly.

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diacope

Engagement; Engagement, Enthusiasm and Engagement.

Engagement; Engagement, Enthusiasm and Engagement. This, the AABA pattern, also known as a diacope, is a very common rhetorical device you are probably very familiar with.

“Romeo, Romeo, wherefore art thou Romeo”; “my horse, my horse, my kingdom for a horse”; “alone, alone, all alone”; “You villain, villain, you damned, smiling villain.” And my personal favourite from Carry On Cleo, “Infamy, Infamy, they’ve all got it Infamy”.

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Conversion rates for agency new business

Conversion Rates – What to Expect from Agency New Business.

Like most new business agencies we are often asked about conversion rates; both our own and those of our clients. Manifest has been in business since 1992 in the UK, 2005 in the US and has also just set up in Australia. We monitor both our own and our client’s success rates, taking standard deviations into consideration.

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columbo-quote-one-more-thing

Columbo Moment in Agency New Business

I just finished a training session about the Columbo moment. Firstly, understand this. When speaking to a prospect and trying to get them to agree to meet with you, there is a battle of wills going on. In my opinion, if the person is the decision maker and they already use an agency like yours – they are worth meeting.

They, conversely, are busy and may not necessarily be reviewing so are wary of committing time.

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think like a marketing director

Think Like a Marketing Director

So, you’ve got a new business meeting lined up with a marketing director, manager or whoever is the decision maker for your service. How are you going to think like a marketing director? You’ve done your preparation, but remember, so has your prospect. Typically they’re pretty busy people and believe it or not they don’t spend all day thinking about agencies, dealing with agencies is typically about 10% of what they do or would LIKE to do!

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four cornerstones

Four Cornerstones of Sales

In agency new business, like any sales operation, we need to effectively measure the performance of our teams . To do this effectively, it is always worth remembering the four cornerstones of sales upon which effective performance is built. They are, of course:

1) ABILITY – The person undertaking the activity must have the raw ability to perform the task. Some people are inherently timid when it comes to picking up the telephone and cold calling a senior decision maker. They feel inferior or maybe a little ashamed. […]

website design

Website for Agency New Business

We all know that the website for agency new business is essential. So why is it that so many agency websites are as bad as they are? I’m not saying they’re all bad and I’m not saying that our own is perfect, but some are really, VERY poor indeed, with almost as many still ‘under construction’ due to being ‘so busy with client business’ or some other feeble excuse.

When will these agencies get it? Do they honestly not think it important? Do they believe (as many have told me) that the less they show the better because that way clients will have to ask them in to find out more?

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